In a year marked by turbulence, 2025 has challenged conventional business planning at every turn. 

Geopolitical tensions, electoral upheavals, economic slowdowns, and policy shifts have created a highly unpredictable environment for organisations worldwide. 

This session examines the key political and economic developments that have shaped the business landscape and explores how companies are adapting to survive and thrive amid ongoing disruption. 

Through expert analysis and real-world examples, attendees will uncover strategies for building resilience, managing risk, and leading with clarity in an era of relentless change.

In this keynote session, we invite a senior economist, head of a private equity firm and senior marketing leader to discuss which factors matter most from their area of expertise.

Drawing on their combined expertise of recent world economic affairs and developments in audience behaviour, this session will provide a unique look at:

• An overview of 2025’s key political and economic flashpoints
• Impact on global supply chains, investment, and consumer confidence
• Strategies for operational resilience and scenario planning
• The role of leadership in navigating instability
• Real-world case studies from affected industries and markets
• Outlook for 2026 and beyond

This session provides exclusive thought leadership for CMO and senior-level Propolis members. 

The Psychology of Today’s Buyer: A Layman’s Guide to What’s Going On in Your Buyer’s Head

Modern B2B buyers are more risk-averse, more overwhelmed, and more self-directed than ever. And while data and intent signals provide clues, they don’t tell the full story. What’s really driving their decisions? What’s holding them back?

This session takes CMOs beyond the funnel and into the mind of today’s buyer—unpacking the psychological undercurrents behind how purchasing decisions are made in a post-COVID, AI-influenced, trust-fractured world. With a no-fluff, jargon-free approach, we’ll explore how cognitive biases, emotional drivers, and perception of risk shape how buyers engage with your brand, your sales team, and your message.

You’ll walk away with a sharper lens on how to align strategy with actual buyer behaviour—and how to lead your team to market with more empathy, precision, and impact.

What we’ll cover:

• Why buyers say “maybe later” (and what that really means)
• The hidden psychology behind B2B indecision and ghosting
• How trust is earned (and lost) in the age of automation and AI
• Practical ways to shape messaging and GTM strategies that resonate deeper and convert faster

For CMOs ready to move beyond tactics and drive real buying momentum—this is your edge.

B2B marketing is undergoing a seismic shift and with it, the structure and capabilities of marketing teams are being reimagined from the ground up. 

In this keynote panel, senior marketing leaders from client-side organizations share how they are rebuilding their teams to meet the demands of a fast-changing landscape shaped by AI, evolving buyer behaviour, and new expectations from the C-suite.

From redefining core competencies and reorganizing around customer journeys to embedding agility, data fluency, and commercial accountability, this session explores the bold decisions and practical trade-offs leaders are making to future-proof their teams. 

Join us for a candid discussion about what’s working, what’s not, and how to build a B2B marketing function fit for the next era of growth.